One fix. One Friday. This week: the free book that got you nothing back. So I did the thing again, and this time I did it in front of everybody. I gave a book away free for a week, shared it in a pile of groups, watched the downloads climb, felt great about it, and then realized I'd left the door wide open and never asked anyone to sign the guest book. No landing page. No email capture. Nothing. Sigh. Here's the part that stings, and it isn't the lost sales. The book did fine. It's actually my best seller now, which is funny and annoying in equal measure. What stings is that I handed a big, interested audience a gift and walked away with no way to ever talk to them again. The goodwill was real. It just had nowhere to go. The problem Free isn't generosity. Free is a trade where one side forgot to name the price. The reader who grabs your free book hasn't done anything wrong. They took what was offered. The obligation was mine to set up, and I skipped it, because giving feels nice and asking feels awkward. But every free thing creates a small debt that runs in one direction or the other. Decide which direction, or the debt quietly lands on you, and you eat the cost of the printing, the hosting, the time, the promo, all of it. (Tangent: "free" always has a bill somewhere. It's just a question of whose name is on it.) So the rule is simple, and I'm saying it out loud so you can hold me to it: never give anything away without a trade. A trade doesn't have to be money. It can be an email address, a review, a click on the next book. It just has to be something, named, in exchange. Whew. The diagnostic: three checks before any free promo 1. Is there a landing page that captures an email before the download? If the book goes straight from "free" to "in their hands," you've skipped the only moment you had to ask. 2. Does the back matter ask for something specific? A review, the newsletter, the next book. One ask, not a thank-you note and a list of titles. 3. Can I say, in one sentence, what I get in exchange? If I can't, the answer is nothing, and I'm about to do it again.